Marketing for Dummies

Marketing for Dummies

4.8 5
by Alexander Hiam
     
 

View All Available Formats & Editions

Whether you're in charge of marketing a new product, concept, or idea, or revitalizing your existing plans, the competitive challenges you face for increasing sales and reaching new customers can be intimidating and overwhelming. So, if you're not a marketing genius yet, don't sweat it! With Marketing For Dummies as your complete guide for creating

…  See more details below

Overview

Whether you're in charge of marketing a new product, concept, or idea, or revitalizing your existing plans, the competitive challenges you face for increasing sales and reaching new customers can be intimidating and overwhelming. So, if you're not a marketing genius yet, don't sweat it! With Marketing For Dummies as your complete guide for creating innovative, cutting-edge marketing plans, you'll leave your competitors in the dust!

Inside, you'll discover how to

  • Understand the "four P's of marketing" -- product, pricing, positioning, and placement
  • Develop strategic, integrated marketing plans that deliver results
  • Prepare hard-hitting campaigns while sticking to your budget
  • Identify and maintain contacts with your customers through surveys, polls, and research
  • Create dynamic advertising that's guaranteed to boost sales and increase consumer awareness
  • Utilize online resources to research competitors, locate demographics, and chat with the experts
  • Design a direct marketing program that really works
  • Evaluate your marketing programs and find out what gets results -- and what doesn't

Read More

Product Details

ISBN-13:
9780764556005
Publisher:
Wiley
Publication date:
04/19/2004
Series:
For Dummies Series
Edition description:
REV
Pages:
408
Product dimensions:
7.30(w) x 9.20(h) x 1.10(d)

Meet the Author

Alex Hiam (pronounced High-am") has had marketing in his blood for many years. He has worked in the marketing departments of a Silicon Valley computer startup and a Fortune 100 company and helps countless clients write marketing plans and solve marketing and sales problems in industries as varied as restaurants, sporting goods, financial services, health care, transportation, and industrial chemicals.
Alex has also investigated customer service and product quality issues for The Conference Board and its all-star membership list, including companies like Corning, Ford, Whirlpool, IBM, and Procter & Gamble.
Alex's credentials include degrees from Harvard and U.C. Berkeley (where he earned an MBA in marketing and strategy), and he taught marketing and advertising as a visiting professor at the School of Management of the University of Massachusetts at Amherst for many semesters. He has authored more than a dozen books on marketing and related topics, including The Portable MBA in Marketing (a Fortune Book Club main selection), The Vest-Pocket Marketer, The Entrepreneur's Complete Sourcebook, The Vest-Pocket CEO, and Closing the Quality Gap: Lessons from America's Leading Companies.
Alex is currently facing a new marketing challenge in his own work. He founded Human Interactions Asessment & Management, a firm specializing in innovative products for trainers, consultants, human resource managers, and marketing/sales managers, and he is now working to build its product lines and establish it as a leading brand. The first two products are already out: The Portable Conference on Change Management and a training and planning line for negotiators called Flex Style Negotiation (both distributed by HRD Press of Pelham, Mass.). He intends to use Marketing For Dummies extensively as he undertakes this new career challenge!

Read More

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >

Marketing for Dummies 4.8 out of 5 based on 0 ratings. 5 reviews.
Guest More than 1 year ago
Slightly too wordy; but that's the only thing I can find wrong. The rest was all EXCELLENT! I needed a source of current marketing overview with some depth from an experienced point of view, and this one was the right pick. It kept all the options in context, gave real-world examples to support information; and most importantly, it gave me some ideas I can truly use and never would have thought of. (Not to mention it was grammatically and structurally sound, making it easy to read, follow, and understand! That's hard to find in the last few years.) Thank you Mr. Hiam!
Anonymous More than 1 year ago
very  good book to beginners . :)  
Anonymous More than 1 year ago
MarieDuncan-Wagers More than 1 year ago
I studied marketing in college and I knew with my new book, DIVORCED VIRGIN, MOTHER OF TWO, I needed to do some brusing up in the field. With the web marketing has changed beyond any advertising I had ever been taught. However, in MARKETING FOR DUMMIES uses the common basics of marketing with today's technology. If you or someone you know is starting a business or like me promoting a new book, give them the great gift of MARKETING FOR DUMMIES. It will be the greatest gift you could give and the best one your friend will receive. Marie Duncan-Wagers www.alwayshaveadream.net/
JJCobb More than 1 year ago
Also check out "The Next Evolution of Marketing - Marketing With Meaning" by Bob Gilbreath. Search MWM4ME to find a link for a free chapter. Available until noon of Oct. 6